Louis Vuitton's 150TH Anniversary Party
USA, Hong Kong, Japan 2004
Client: Mizrahi Adams Productions (NY,TOKYO), Serious Staging (HK)
The Famous Louis Vuitton company of Paris celebrated its 150th Anniversary in 2004 with a series of events in three international locations.
A portable structure, 75m x 33m x 16m was designed and built in New Zealand then shipped from one location to another. The huge white structure was a perfect canvas for projections.
The Electric Canvas projected scrolling images onto the outside walls to make a memorable arrival statement in support of the theme “the romance of travel”. This was interspersed with periods when the structure was transformed into a various giant Louis Vuitton trunks. Each venue posed its own challenges.
The demountable structure was tightly set amongst a small forest of snow bound trees, but we were able to provide coverage from amongst the branches by using five projectors where normally only two would be required.
Without the benefit of a site visit and using just a few photos and a CAD model, The Electric Canvas devised a plan to cover the wall with five projections tiled into one seamless scrolling image. This required precise positioning of scaffolding and projectors. The projection rig was housed in three 12m high towers set 3m behind the first line of trees. Two of the scaffolds had projectors in their bases to cover the bottom of the structure by projecting between tree trunks. The layout had to be set in stone before film could be made and there was no way of testing until the films were installed on the projectors.
The Electric Canvas was the recipient of a prestigious ISES Esprit award for the "Best Creative Solution" for the New York event for our innovative solutions to this difficult brief.
The famous harbourside Tamar site was dominated by the giant LV structure. The event attracted enormous attention from media and onlookers. The structure was transformed into a giant steamer trunk, alternated with scrolling text, and the romance of travel montage.
The structure had inadequate projection distance for one of the sides, a problem solved with the use of skymaster elevated work platforms. A final challenge was faced as the equipment needed to be removed as a typhoon passed by delaying the completion of the set up. With just hours to go the projectors were re-installed, lined up and programmed in time for the party.